AA1 - Semester 2 Week 4

Carlton Draught

In this ad, the famous music piece “Carmina Burana” by Carl Orff is used to support the video scenes of two group of people running into each other in a big field.
In general, most of the techniques are conceptual. The lyrics have changed and are (in a funny way) repeating the massiveness and the sophistication of the advertisement.
However, the process of synchronising the music and the video is notable. When the music is soft and –relatively- quite, the two groups of people have slow movements; they walk. When the music begins to be loud and the choir singers begin to raise their voices, the two groups run towards each other. By the end of the music, the camera zooms back and covers the entire scene and it becomes clear that one group were acting as the beer and the participants in the other group were serving the role of the consumer.

The ad is mostly utilising diegetic sounds and overdubs for the actors’ voices.


Sony.

Sony has used the Pilipino band Rivermaya for its ad. The ad is promoting the quality of sound and vision in Sony products. Throughout the short-film, there are many uses of hyper-real and ambience sounds like tearing the tape around the products’ boxes, the sound of boxes being moved, etc. Like many other ads, we hear a short narration being said at the end.
One of the notable characteristics of this video is that sounds build-up gradually and small sounds (of packing and un packing the product) result in the main point which is the actual band, playing the music in the highest quality possible. The evolution of these sounds is an interesting fact to me.

References:
Christian Haines 'Audio Arts 1.2' Lecture presented at the Electronic Music Unit, University of Adelaide, South Australia, 13/08/2007
- Carmina Burana, Carl OrfF, Wikipedia (http://en.wikipedia.org/wiki/Carmina_Burana_%28Orff%29) [Accessed: 19/08/2007]
- Rivermaya, Wikipedia (http://en.wikipedia.org/wiki/Rivermaya) [Accessed: 19/08/07]